Abstract: It is inter alia disclosed a method, a computer program, an apparatus and a system for predictive behavioural targeting. Information on an access behaviour of a current user accessing content is obtained. At least one characteristic of the current user is predicted by a prediction module of the apparatus in response to the obtaining of the information on the access behaviour of the current user, the prediction at least being based on a model for the characteristic and on the obtained information on the access behaviour of the current user. The model is at least based on a set of parameters determined by a training module at least based on information from a plurality of training sets and provided to the prediction module from time to time for updating purposes.